{"id":3691,"date":"2023-06-01T10:27:20","date_gmt":"2023-06-01T10:27:20","guid":{"rendered":"https:\/\/law.temple.edu\/aer\/?p=3691"},"modified":"2023-05-29T10:34:18","modified_gmt":"2023-05-29T10:34:18","slug":"theme-or-trust-which-comes-first","status":"publish","type":"post","link":"https:\/\/law.temple.edu\/aer\/2023\/06\/01\/theme-or-trust-which-comes-first\/","title":{"rendered":"THEME OR TRUST &#8211; WHICH COMES FIRST?"},"content":{"rendered":"<p>As advocacy teachers and advocates we thrust \u201ctheme\u201d on our students and our audiences [jurors].\u00a0 We do so with good cause \u2013 and we insist that it be embedded in the primacy moment of our presentation.\u00a0 Our students comply \u2013 with somber or indignant righteousness they intone the catchphrase of the case, be it the overdone \u201cprofits before people\u201d or some alliterative slogan such as \u201cthe crash, the calamity, the ultimate cost.\u201d\u00a0 But are they (and we) correct in placing the theme at the front of opening statement?\u00a0 Said differently, is a jury willing to trust the messenger so soon, or does trust need to be earned and the theme statement be postponed?<\/p>\n<p>This question was prompted by a presentation given by David Kwass<a href=\"#_ftn1\" name=\"_ftnref1\">[1]<\/a>, a gifted plaintiff\u2019s attorney and advocacy professor. \u00a0He explained that given jury studies that show an initial skepticism of lawyers and the need for attorneys to gain the trust of their audience, he leaves the theme statement until late\/later in the opening statement, letting the factual presentation and its supporting documentation earn the trust we all want and make the theme more sincere and acceptable.<\/p>\n<p>Is he correct?\u00a0 I suggest so.<\/p>\n<p>What do we know about \u201ctheme?\u201d\u00a0 Let me start with the world of politics.\u00a0 Hearken back to the advice given to Ronald Reagan \u2013 \u201cYou didn\u2019t get elected on details.\u00a0 You got elected on themes.\u00a0 Every time a question is asked, relate it back to one of your themes.\u201d And closer to our lawyering home?\u00a0 Lawyers are, rightfully, all about the theme:<\/p>\n<ul>\n<li>\u201cLegal theories must be combined with a solid moral theme to succeed\u2026The theme provides the moral force that brings the case to life\u2026[and] creates a feeling of comfort\u2026about deciding things your way.\u201d Rose, FUNDAMENTAL TRIAL ADVOCACY, 3<sup>rd<\/sup> edition, 58<\/li>\n<li>\u201cThe first step is to have a clear and understandable central theme\u2026[that] must connect with the jurors\u2019 common experiences\u2026[and] connects the facts with the \u2018human\u2019 elements of the case.\u201d Perrin, Caldwell and Chase,\u00a0 THE ART &amp; SCIENCE OF TRIAL ADVOCACY 2<sup>nd<\/sup> edition, 119.<\/li>\n<li>Your theme distills your case to a memorable word or phrase that you will repeat throughout the trial.\u201d O\u2019Brien and Gildin TRIAL ADVOCACY BASICS 2<sup>nd<\/sup> edition 65.<\/li>\n<li>\u201c[Y]our theme must appeal to moral force. A logical theory tells the trier of fact the reason that your verdict must be entered.\u00a0 A moral theme shows why it should be entered\u2026[and] justifies the morality of your theory and appeals to the justice of the case.\u201d\u00a0 Lubet and Lore, MODERN TRIAL ADVOCACY 6<sup>th<\/sup> edition, 20.<\/li>\n<\/ul>\n<p>Points well made.\u00a0 But <em>when<\/em> in the opening should they be pronounced?\u00a0 The suggestion here is to not push the theme in the first 30-45 seconds and instead defer the theme statement until after trust is established. Why?\u00a0 \u201cAudiences judge the communicator\u2019s apparent trustworthiness as the communicator\u2019s inferred motivation to be truthful. Trust most often makes audiences automatically believe in the message\u2019s validity.\u201d\u00a0 Fiske, S. T., &amp; Dupree, C.\u00a0 <em>Gaining trust as well as respect in communicating to motivated audiences about science topics<\/em> at page 3 (2014) <a href=\"https:\/\/www.pnas.org\/doi\/10.1073\/pnas.1317505111\">https:\/\/www.pnas.org\/doi\/10.1073\/pnas.1317505111<\/a> .<\/p>\n<p>Consider what is known about trust of lawyers.\u00a0 If trust is a product of two features \u2013 warmth and competence &#8212; a suggestion supported by research and detailed in John Blumberg\u2019s PERSUASION SCIENCE FOR LAWYERS (chapter 15), where do lawyers rank?\u00a0 Research raises concerns about<\/p>\n<p style=\"padding-left: 40px\">the ambivalently perceived high-competence, low-warmth, \u201cenvied\u201d professions: lawyers, chief executive officers, engineers, accountants, scientists, and researchers. They earn respect but not trust. Being seen as competent but cold might not seem problematic until one recalls that communicator credibility requires not just status and expertise (competence) but also trustworthiness (warmth).<\/p>\n<p>Proceedings of the National Academy of Sciences of the United States of America, 111, 13593 at 13595. <a href=\"https:\/\/doi.org\/10.1073\/pnas.1317505111\">https:\/\/doi.org\/10.1073\/pnas.1317505111<\/a> .<\/p>\n<p><img decoding=\"async\" class=\"iv-image iv-small-image\" src=\"https:\/\/www.pnas.org\/cms\/10.1073\/pnas.1317505111\/asset\/f86bb000-e778-4947-bec5-44cf33211ac2\/assets\/graphic\/pnas.1317505111fig02.jpeg\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><em>Id.<\/em><\/p>\n<p>That\u2019s us \u2013 high on competence, low on warmth.\u00a0 Recent Gallup polling on \u201chonesty and ethics in professions\u201d showed 28% of respondents ranking lawyers \u201clow\u201d or very low\u201d and 50% as \u201caverage\u201d on these metrics.\u00a0 <a href=\"https:\/\/news.gallup.com\/poll\/1654\/Honesty-Ethics-Professions.aspx\">https:\/\/news.gallup.com\/poll\/1654\/Honesty-Ethics-Professions.aspx<\/a> (last visited April 2, 2023).\u00a0 So yes, there are those who view lawyers favorably, but a significant portion who do not.<\/p>\n<p>This point, that trust is lacking at a trial\u2019s beginning, is eloquently made by David Ball:<\/p>\n<p style=\"padding-left: 40px\">At start of opening, plaintiff\u2019s attorneys have no credibility with many jurors\u2026[Y]ou must assume that many of the seated jurors come in with a strong primacy of belief: that you (not the defense) will exaggerate and lie.\u00a0 Until you\u2019re well into your opening, your credible looks and tones can\u2019t suddenly wipe out decades of multi-million-dollar tort reform campaigns.\u00a0 \u201cSure,\u201d say the jurors, \u201che looks credible. That\u2019s a <em>trick<\/em> they learn in law school.\u201d<\/p>\n<p>So you must strictly avoid placing your credibility on the table until well into the opening. Don\u2019t ask jurors to trust you until you\u2019ve earned their trust.<\/p>\n<p>DAVID BALL ON DAMAGES 3, 112.\u00a0 Ball advocates against what he terms \u201cpremature advocacy,\u201d a point captured in the urging that \u201c[y]our early role is to <em>inform, not advocate.<\/em>\u201d\u00a0 <em>Id.<\/em><\/p>\n<p>Might trust be established across hours or days of jury selection, as the jurors-to-be size up each lawyer?\u00a0 Sure, that\u2019s a possibility.\u00a0 But those encounters may be fleeting.\u00a0 And if trust is not yet earned when the orator intones that lofty theme message, will there be rejection or skepticism rather than a glomming onto these words as the filter for all that follows?<\/p>\n<p>So what\u2019s the alternative?\u00a0 Beyond attire, voice, conduct toward the court and opposing counsel, trust <em>might<\/em> be engendered by an opening that is factual, comprehensible, supported by facts and documents, and acknowledges weaknesses or concerns.\u00a0 Consider this opening<a href=\"#_ftn2\" name=\"_ftnref2\">[2]<\/a> paragraph:<\/p>\n<p style=\"padding-left: 40px\"><em>It was June 18<sup>th<\/sup>, 2021.\u00a0 Four engineers sat around a planning board, talking about safety devices for the new Model Z car, a family car.\u00a0 The youngest said \u2018how about extra crash bars?\u2019\u00a0 A second engineer said \u2018yes, crash bars or at least tougher grade plastic.\u2019\u00a0 The third stayed silent, and the chief engineer said two words.\u00a0 \u2018Too costly.\u2019\u00a0 That was the final meeting, and that is how the Z was designed \u2013 not the tougher plastic, the skin of the car; and not the crash bars.<\/em><\/p>\n<p style=\"padding-left: 40px\"><em>How will you know that?\u00a0 Let me take you to\u2026<\/em><\/p>\n<p>Do jurors need those extra words \u201cprofit before people\u201d to frame the case in their minds? Perhaps they may belong at the conclusion of the opening, when the jury is told that <em>at the end of this trial you will be able to conclude that profits were put before people, before families like those of [name of plaintiff].<\/em> Trust the research, trust the jury, gain their trust.\u00a0 \u201cThemes\u201d like a good idea.<\/p>\n<p>&#8211; &#8211; &#8211; &#8211; &#8211;<\/p>\n<p><a href=\"#_ftnref1\" name=\"_ftn1\">[1]<\/a> . <a href=\"https:\/\/www.smbb.com\/attorney\/david-l-kwass\/\">https:\/\/www.smbb.com\/attorney\/david-l-kwass\/<\/a><\/p>\n<p><a href=\"#_ftnref2\" name=\"_ftn2\">[2]<\/a> This is modeled on an example provided by David Kwass.\u00a0 His was better \u2013 this is intended solely to capture the gist of what he said and illustrate the concept of \u2018facts first, theme later.\u2019<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As advocacy teachers and advocates we thrust \u201ctheme\u201d on our students and our audiences [jurors].\u00a0 We do so with good cause \u2013 and we insist that it be embedded in the primacy moment of our presentation.\u00a0 Our students comply \u2013 with somber or indignant righteousness they intone the catchphrase of the case, be it the<\/p>\n","protected":false},"author":31,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"generate_page_header":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"coauthors":[330],"class_list":["post-3691","post","type-post","status-publish","format-standard","hentry","category-brain-lessons"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>THEME OR TRUST - WHICH COMES FIRST? 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